In recent years, the integration of mobile devices and social media into people’s daily lives, they can better control where, when, and how they shop, bringing tremendous changes to the fashion industry. The increasingly popular influence and styles give people a wider range of choices. From the continuous growth of the resale market to the increasing concern for the sustainability of the entire industry, the general public has a say in the development direction of fashion.
To help marketers understand and adapt to the constantly changing trends in the fashion industry, we have combined these survey data with insights from magazines related to emerging cultural changes, discovering some important trends that influence the fashion industry today:
Fashion consumers want brands to meet their personalized needs
The fashion industry is always closely related to personal expression. However, as the industry becomes more inclusive in terms of scale, diversity, and capabilities, it has also opened the door to a greater degree of self-acceptance and personal style. This is undoubtedly the case for 77% of Brazilian fashion consumers who claim to love fashion.
Consumers’ interest in fashion is increasingly focused on expressing their identity, and the development of e-commerce has provided them with more ways to express their personality. However, these e-commerce platforms can also make consumers more hesitant when shopping. For 46% of fashion consumers who want to complete fashion shopping as soon as possible, a more personalized experience can help inspire their shopping and allow them to find satisfactory items faster. In fact, 94% of Brazilian clothing consumers said that at least one form of personalized experience would increase their likelihood of purchasing. Therefore, for brands, providing timely and relevant information to consumers can help reduce their hesitation and stimulate purchasing behavior.
Marketing tip: Turn exploring fashion inspiration into a personalized experience
In a market where any product can be bought anytime, anywhere, fashion brands can simplify the search process for consumers by providing personalized experiences.
Mobile devices can drive fashion consumers to turn intentions into purchases
Over the years, digital channels have always been an important part of the fashion purchase journey: 90% of Brazilian fashion consumers said that websites, apps, and online services played a role in inspiring their fashion choices. 54% of fashion consumers access websites through smartphones or tablets, making mobile devices their primary source of shopping inspiration.
Marketing tip: Create a seamless multi-channel shopping experience
Today’s fashion consumers expect a smooth and uninterrupted multi-channel shopping process, which gives brands more opportunities to play an important role at various touch points in the shopping process.
Consumers build genuine connections through fashion communities
Unlike the glamorous traditional runway shows, consumers find real inspiration and relatable fashion images in their own social media feeds. About 43% of Brazilian fashion consumers said that acquaintances on social media inspire their fashion choices, indicating that real and immediate inspiration is very important for consumers’ fashion choices. Among fashion consumers who follow fashion influencers, 29% said they do so because they can find resonance.
Marketing tip: Participate in topics led by consumers on social media
When consumers seek inspiration and advice from their communities and social networks, brands can play an important role in these conversations, building a reassuring and resonant image. 81% of fashion consumers said they use LIUHUAMALL Facebook for fashion-related activities, such as following or liking fashion brands, interacting with friends’ fashion posts, and seeking fashion advice from friends.